Choice FM's Kill The Gun ad, 2007. The ad was shot on the phantom camera, which captures 10,000 frames per second as opposed to a traditional cameras 25 frames per second. Real bullets were used to shoot through the inanimate objects. The boy in the advert was keen to take part, as a close relative of his had been a victim of a gun crime. All post-production was done at the Mill, with audio post-production handled by Wave. The advertising agency was AMV BBDO.